National Assessment Governing Board

Showcasing The Nation’s Report Card

Award Winner

Overview

The Hatcher Group serves as the lead communications consultant to the National Assessment Governing Board (NAGB), a partnership that began in October 2017. Part of the U.S. Department of Education, the Governing Board oversees and releases the results of the National Assessment of Educational Progress (NAEP) — or The Nation’s Report Card. These results are the longest-running indicator of how U.S. students are doing in core academic subjects. With state and local K–12 assessments in transition and, because of pandemic-related interruptions, NAEP data is more important than ever.

Capabilities

Crisis Communications

Earned Media

Public Affairs

Strategic Communications

Strategic Events

Branding

Digital Engagement

Creative

Multimedia Production

Website UI/UX

Strategy

Hatcher provides a full suite of communications services to support the Governing Board’s strategic vision to make NAEP scores and other relevant data more visible, better understood, and more useful to core audiences and partners.

The relationship between Hatcher and the Governing Board has been collaborative and creative, so much so that Hatcher has become a trusted partner who not only develops material, but also provides strategic counsel in challenging situations. 

Events

Hatcher showcases new report cards at major national release events, held in Washington, D.C., or in topic-relevant communities, such as a recent technology and engineering event in Raleigh (North Carolina’s Research Triangle). Our approach to event presentations, panels, and videos involves showing students learning NAEP content in exciting ways. We also provide expert virtual event support.

Case Studies

Drawing on our deep expertise in K–12 education, Hatcher writers explore state and urban school districts’ use of NAEP to guide education policy decisions. This knowledge allows the Governing Board to tell important stories, which in turn have earned extensive media coverage and a positive response from stakeholders and partners.

Social Media

Our team uses social media to help keep NAEP and the Governing Board in the national conversation. We’ve increased the number and frequency of posts, expanded engagement with targeted audiences and partners, and added graphics and short videos highlighting results and information gleaned from the assessments.

Design and Multimedia

The Hatcher team also designs and produces creative collateral that brings NAEP data to life with engaging social media graphics, event materials, and compelling videos, including a recent video that spotlights NAEP student achievement gaps. 

Our Impact

  • Increased attendance by more than 50% at national and local events around The Nation’s Report Card releases; attendance tripled for virtual release events held during COVID-19. 
  • Social media metrics increased across all channels from October 2019 – September 2020 compared to the previous year (before Hatcher began working with the Governing Board). 
  • Hatcher’s social media increased significantly with Facebook fans growing 28% and Twitter engagement by 501%; impressions by 357%; followers by 69%; and retweets by 274%. 
  • Created two redesigns of the Governing Board monthly e–newsletter.
    • The e–newsletter reaches some 6,000 people each month, maintains a significant CTR increase, and has a regular full-list send delivery rate of 99%.

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